Last week we wrapped up our milestone 50th SocialMedia.org Member Meeting in Chicago.
167 social media leaders from 110 brands got together to talk about the things that are most important to their work right now.
We heard 10 Show & Tell presentations from fellow SocialMedia.org members, all senior social media leaders at big brands.
They shared stories about projects they've led, challenges they've faced, what went well, what didn’t work, and what they hope to do next. We heard from:
- Kristen O'Neill from TransUnion on how she got two employee advocacy programs off the ground.
- Jim Durkin and Chris Kernstock at Red Lobster on their “slam dunk” influencer marketing campaign, how they executed it, and how their team delivered on metrics to make the campaign a success.
- AbbVie's Molly James-Lundak on how they're managing the ongoing quest to deliver a consistent brand when it comes from 50 different places.
- Tyler Litchenberger with Toyota on how they developed and socialized their corporate podcast.
- Derek Schoen from MGM Resorts on how they're using their new signal-based social media campaigns to drive tangible direct response results.
- Siobhan Murray and Jackie Iacovazzi from United Technologies Corporation on how their government relations team developed their own separate Twitter feed and how it's been successful for them.
- Lindsay Scott and Lisa Bialecki Young at Rust-Oleum on how they aggregated, promoted, and saved money with user-generated ads.
- Carla Meyer with Logitech on how they leveraged Instagram Stories to drive community growth and increase web traffic and engagement.
- Georgia-Pacific's Meg Fligg on their decision to move away from a CoE model.
- Kate Porter from Fidelity Investments on social listening and crisis mitigation.
We also held 16 Member-Led Discussions where SocialMedia.org members explored tough questions, shared experiences, and got help with specific challenges they’re facing.
Discussions were with:
- American Family Insurance's Tom Buchheim on what's keeping your executives from using social media.
- Kristin Ewing from Express Employment Professionals on leveraging Facebook Groups for your brand.
- Tristin Bates at Pearson Education on evaluating your content marketing strategy.
- Cameron Robbins with Zurich in North America on social media for in-person events.
- Kohler's Sanjay Teckchandani on planning for organic in a paid world.
- Jessica Ford Liang from Nissan North America on how to get the most out of Sprinklr.
- DJ Hamm at Securian Financial on leveraging change management for social innovation.
- Delaware North's Becky McKeown on deep social listening.
- Kirsten Hamstra from Lenovo on restructuring your social team for the future.
- Hilton's Kristyl Hawkins on cleaning up your brand's social presence.
- Adam Johnson at Cargill on telling the story of a complex BtoB company on social media.
- Susan Chang with Dropbox on getting alignment and working with teams outside your own.
- Publix Super Markets’ Gwin Londrigan on successfully utilizing social media for customer care and engagement.
- Julie Hesson with T. Rowe Price on keeping employees active in your sales enablement program.
- Dan Phelps at Wells Fargo on the state of influencers and where we’re headed in 2020.
After the Member Led Discussions, we moved into an afternoon of fast-paced, intense conversations during the unconferences. Members chose what was most important for them to talk about with their SocialMedia.org tribe in a confidential setting.
We covered a lot of ground — topics included:
- Social governance documentation
- Planning for 2020: Budget shifts, new tools and platforms, and updating success metrics
- Developing social ambassadors: Identifying and “upskilling” employees to become influencers
- Live video strategies for LinkedIn, Facebook, and Instagram
- Organic content in a paid social world
- How to handle your company or executives taking a stand on social media
- Instagram training for users: Hashtags, content, and follower strategies
- Working with HR and Talent Acquisition: LinkedIn management, channel responsibility, and being good teammates
- Social customer care
- Facebook Groups
- Responding to online reviews: Does your team own it and what policies or processes do you have in place?
- Data privacy and compliance
- Optimizing social media for in-person events
- Social team structures: How big is it, where do you sit, and the pros and cons of each structure
- Strategizing for TikTok and other emerging platforms
- Data-driven social: Using data to inform social strategy, testing in new areas, and experimentation
- Social media and investor regulations: Supporting earnings reports, listening and monitoring, and managing employee posting risks
- Employee advocacy and brand ambassador programs
- The value of social: Social in BtoB spaces, making social media work for you, and convincing leaders to invest in social
- GDPR and CCPA
- Social media’s role in crisis management: Planning for the 2020 election, crisis simulations, leveraging social listening, and department coordination
- Agency management: Do you have incentive-based programs and how do you motivate and energize your agency?
- Taking advantage of trending topics: Handling real time events and incorporating social listening with a limited budget
- Global social media: Expansion, structure and operations, and tools for in-country pages
Here are the brands who were there: Abbott, AbbVie, Ace Hardware, Allstate, Amer Sports, American Electric Power, American Family Insurance, Andersen Corporation, Auto-Owners Insurance Group, Autodesk, Big Lots, Blue Cross Blue Shield of North Carolina, Boeing, Boston Scientific, BP Worldwide, Brookdale Senior Living, Capital One, Cargill, Carrier, Caterpillar, Centene, Chubb, Coca-Cola Company, Con Edison, Corning Incorporated, CUNA Mutual Group, Darden, Dart Corporation, Delaware North, Discount Tire, Discover Financial Services, Dropbox, Emory University, Enterprise Holdings, Equinix, Exact Sciences, Express Employment Professionals, Express Scripts, Exxon Mobil Corporation, Farmers Insurance, FedEx, Fidelity Investments, First Republic Bank, Flex, Florida Power & Light Company, GE Appliances, General Electric, Georgia-Pacific, Grainger, Hallmark, Hilti, Hilton, Hologic, Intel, INVISTA, Johns Hopkins Medicine, Johnsonville Sausage, Jones Lang LaSalle, Kellogg Company, Kelly Services, Kimberly-Clark, Koch Industries, Kohl's Department Stores, Kohler, L3Harris Technologies, Lenovo, Logitech, Lundbeck, Marriott International, MassMutual, McDonald's, Medtronic, MGM Resorts, MillerCoors, Mondelez International, Nissan North America, NRG Energy, Papa John's, Paychex, Paycom, Pearson Education, Pfizer, Phillips 66, Principal Financial Group, Publix Super Markets, Inc., Red Lobster, Reinsurance Group of America, REV Group, Royal Bank of Canada, Rust-Oleum, Securian Financial, ServiceNow, Snap-on, Steelcase, T. Rowe Price, Takeda Pharmaceuticals, Toll Brothers, Toyota, TransUnion, UL LLC, United, United Technologies Corporation, UPS, USG, Vanguard, Voya Financial, Walgreens Boots Alliance, Wells Fargo, Wyndham Destinations, and Zurich in North America.